Skid Pro Attachments is a family-owned manufacturer of skid steer attachments serving industrial and agricultural markets across North America. With 50-plus employees and thousands of sales orders processed annually, Skid Pro runs its operations through NetSuite and, by 2024, needed a commercial layer to match its operational scale.
The Challenge
By mid-2024, Skid Pro was hitting a wall. Years of scaling through NetSuite had produced a mature ERP, but no CRM, no marketing infrastructure, and zero commercial visibility. Leadership recognized the gap had become a growth blocker and brought in INSIDEA to diagnose it before building anything.
A pre-build audit uncovered six structural problems that had been compounding for years: no lead scoring, email program, or attribution tracking; SKU inconsistencies silently breaking product matching across systems; pricing data living in a separate NetSuite price-level table the native connector could not extract; a 2-to-4 hour order sync delay leaving sales reps blind during live customer calls; no permission framework protecting margin-sensitive fields from 22 incoming CRM users; and a NetSuite tax matrix of 8,500-plus codes HubSpot could not natively reconcile.
Fig. 1: Skid Pro Revenue Operations Architecture
INSIDEA deployed a three-phase implementation built on a single guiding principle: no workflow is activated until the underlying data model is sound.
Phase 1 (June–August 2024) stood up the Marketing Hub Enterprise with HubSpot Ads integration for LinkedIn and Google, an advanced behavioral and demographic lead-scoring model, SLA-based lead-response workflows, automated territory-based lead routing, email sequences, and native NetSuite integration covering five core objects. Phase 2 (June–August 2024) deployed Sales Hub Professional: a custom pipeline with defined stage criteria, HubSpot Meetings for prospect self-booking, multi-step outreach sequences, deal-stage automation, and full role-based access control across 35 reps onboarded in six weeks. Phase 3 (October 2025 onward) added a custom Azure-hosted API layer for the four objects where the native connector was structurally outmatched, real-time webhook-based order sync, pricing extraction from NetSuite's price-level table, SKU-based record matching, and a custom Gong AI call intelligence integration delivering faster signal to HubSpot than the native Gong path.
The Results
| Metric | Before | After | Change |
|---|---|---|---|
| Sales order sync latency | 2–4 hours | Under 5 minutes | 95% reduction |
| Product matching accuracy | Failing, no unique identifier | 100% | Baseline to full accuracy |
| Records in active sync | 0 | 220,439 | Net new |
| Marketing-influenced pipeline | $0 | 45% of qualified opportunities | Net new |
| Sales Hub users live | 0 | 35 under role-based permissions | Net new |
| Margin-data exposure incidents | High risk | Zero since go-live | Risk eliminated |
The 95% reduction in sync latency alone transformed order-status conversations from moments of uncertainty into routine interactions. With 45% of qualified opportunities now showing marketing influence, marketing has become a measurable revenue channel for the first time in the company’s history, a channel that previously contributed zero attributable pipeline.
How AI is Built Into the Architecture
AI is live in production today, built on clean, real-time data so every signal is trustworthy and actionable.
| Capability | What It Does |
|---|---|
| Behavioral + demographic lead scoring | Automatically prioritizes inbound leads based on form fills, page views, email engagement, and ad clicks |
| SLA-based response workflows | Enforces rep response times against lead score, no manual prioritization |
| Automated lead routing | Territory and context-based assignment with zero manual intervention since activation |
| Gong AI call intelligence | Call summarization, deal risk detection, and competitor mentions synced to HubSpot faster than the native path, same-day signal for sales managers |
| Real-time webhook infrastructure | The data freshness foundation that makes downstream AI reliable, and is built specifically for AI consumption |
Phase 4 will deploy Breeze AI Agents, predictive deal scoring, and AI-powered lead routing directly on top of this foundation, additive layers on an architecture already proven in production.
The Impact
“Insidea, without a shadow of a doubt, was the best integration experience I have ever had. They were timely, responsive, and incredibly knowledgeable on the product.” — Chad Peterson, Marketing and Technology Lead, Skid Pro Attachments
Sales reps now operate with live operational truth. Marketing is a measurable revenue channel. And Skid Pro can grow its sales team without growing its financial exposure risk, margin data is protected by architecture, not policy.
Phase 4 is already scoped to ensure Skid Pro continues to grow on this foundation: Breeze AI agents for customer handoff, deal analysis, and company research; AI-powered lead routing replacing static territory assignment with dynamic, context-aware logic; predictive deal scoring on the now-clean pipeline; and a unified RevOps dashboard covering attribution, pipeline, closed revenue, and retention in one view. Each is an additive layer with no rebuilding required.
HubSpot Solutions Directory · 5 Stars · Aug 23, 2024 · Chad Peterson, Marketing and Technology Lead of Skid Pro Attachments Fig. 5: HubSpot Solutions Directory Client Review
Video Testimonial · Aug 23, 2024 · Chad Peterson,IT & IS Manager of Skid Pro Attachments
How INSIDEA works
